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Bud Light Hockey Challenge in association with the 2009 NHL Face-Off (TM) -Celebrating the official launch of the hockey season on Crescent Street

MONTREAL, Sept. 28 /CNW Telbec/ - For the second year in a row, Bud Light and the National Hockey League (NHL(R)) have joined forces to commence the 2009-2010 NHL(R) season on a high note in the heart of downtown Montreal. On October 1, 2 and 3, Crescent will play host to an array of incredible free activities, a charity hockey tournament, celebrity games and live entertainment. This downtown street will be transformed into an outdoor stadium when a 60'ft hockey rink is laid down the center of it.

"NHL fans are filled with hope, anticipation and excitement each October as the season returns. In conjunction with Bud Light, and several League partners, we're thrilled to be able to create a special place on Crescent Street. Filled with hockey games, contests and concerts, Crescent Street will be a place for NHL fans to gather and celebrate hockey's return throughout NHL Face-Off weekend", remarked Kyle McMann, Director of Corporate Marketing, NHL Enterprises.

Fans will not miss a beat on Crescent, where the highly anticipated NHL opening season games will be shown on the event's enormous jumbotron, while games are played on the ice rink simultaneously. Hockey fans can watch the NHL season opener on Thursday, and other NHL games on Friday and Saturday night on Crescent Street. Other on-site features include, CBC's Hockey Night in Canada, Thursday, featuring live footage of the Crescent Street event during their night's broadcast and RDS will also be there to capture all of the action.

"Bud Light is excited to once again bring hockey to the fans in a unique and interactive way in Montreal", said Kristen Morrow, National Marketing Manager, Bud Light.

Key components to the event are the competitive hockey games played on one of the country's most unique rinks; a synthetic ice surface that allows players to wear traditional equipment and enjoy the full effect of a real hockey game. A new feature to this year's rink consists of standing grandstands at each end for spectators. Well known personalities, including Quebec Nordiques (TM) Alumni players and Quebec TV and radio personalities will compete on the ice during the three day event at various times.

The rink will also be used to host a charity hockey tournament comprised of 12-teams vying for the championship title and grand prize of four tickets to watch an NHL game courtesy of Labatt. Teams consist of four players from various businesses that have generously donated funds to En Coeur, Fondation québécoise pour les enfants malades du coeur. The tournament will get underway on Thursday, October 1st at 12:15 p.m. with a red carpet ceremony and official puck drop on center ice. Former NHL player, Dave Morissette and radio personality, Jean-Charles Lajoie will be on hand for the ceremonies. The first round of games will be played on both Thursday and Friday with teams competing for their positions in the quarter and semi-finals on Saturday afternoon. The tournament's championship game will take place on Saturday night at 9:30 p.m., immediately followed by a trophy and closing ceremony.

For those who want to get interactive and indulge their hockey passion, they are invited to visit the Bud Light and NHL zones. The Bud Light area will feature a multitude of free activities, including target practice, a Bud Light/NHL(R) photo area, a Face-Off game and the Bud Light Gear-Up game. Visitors will have plenty of chances to take home Bud Light branded giveaways. Back by popular demand, the Rapid Shot Hockey Training System will test participant's accuracy and speed when they enter into the most efficient hockey shooting system in the world. Pro Hockey Life will also offer event visitors a chance to snag officially licensed 2010 NHL merchandise at the event.

The NHL Zone will consist of interactive activities from Honda, XM Satellite Radio and EA Sports. At the Honda display, fans will have the chance to win a trip to the 2010 Bridgestone/NHL Winter Classic(R). EA Sports will offer the public an exclusive opportunity to play and sample their latest 2010 games, while XM will showcase their products and more.

"Crescent Street is proud to be a part of this momentous occasion in Montreal and we look forward to hosting another great party", exclaimed the Crescent Street Merchant's Association President, Bernard Rageneau.

An unbelievable line-up of live concerts on the Bud Light Stage will be sure to keep the party going when the sun begins to set. XM Satellite Radio presents one of Canada's newest sensations, Arkells at 9:30 p.m. on Thursday, October 1st; preceded by the band Famous at 7 p.m. Friday's shows include a tribute to KISS, by KISSED at 7 p.m. and show band, Shine at 9 p.m. Saturday night begins with Disco Sensation at 7 p.m. and the event is brought to an energetic close with Freddie James at 9 p.m.

"We are thrilled to be associated with and have the opportunity to collaborate once again with Bud Light and the NHL", expressed Brian Fogt, President of BBF Promotions and Events.

NHL, the NHL Shield and the word mark NHL Winter Classic are registered
trademarks and NHL Face Off name and logo are trademarks of the National
Hockey League. NHL and NHL team marks are the property of the NHL and its
teams. (C) NHL 2009. All Rights Reserved.

SOURCE BBF PROMOTIONS AND EVENTS

For further information: For further information: Pre-event: Hélène Lapointe, (514) 266-7566, hlcommunications@live.ca; During the event: Hélène Lapointe, (514) 266-7566